Overview

• Steak ’n Shake switched to beef tallow for frying, citing taste and quality improvements, while aligning with Robert F. Kennedy Jr.'s anti-seed oil campaign.
• The company has adopted conservative-themed marketing, including MAGA-style slogans and endorsements from figures like Marjorie Taylor Greene and Charlie Kirk.
• Marketing experts note the rebrand as a significant departure from the chain's previous strategies, raising questions about its long-term viability in a polarized consumer market.
• Health Secretary RFK Jr. has praised the move, promoting it as part of his 'Make America Healthy Again' initiative, though his broader health policies, including vaccine skepticism, have drawn criticism from public health experts.
• Steak ’n Shake's rebrand coincides with a history of financial struggles, including location closures and declining earnings, as it seeks to regain profitability.